Igloo, a Lexer client, sells beverage coolers, ice chests, and insulated cooler bags. Like any retailer, Igloo is feeling the impact of the COVID-19 pandemic—but unlike some retailers, the company has found a unique and brand-appropriate opportunity to acquire new and strengthen existing customer relationships, give back to the community and drive cashflow during this troubling time.
As marketers and business leaders, we all understand the importance of creating timely, relevant content. But what do you do when the hot topic currently occupying consumers’ attention happens to be a serious, life-threatening global crisis?
The COVID-19 pandemic is not a joke, nor a sales angle—but that doesn’t mean that you can’t or shouldn’t address it in your marketing, sales, and customer communications. By leading with empathy and putting the customer first, you can communicate with your customers in a way that both acknowledges the crisis and strengthens their trust and confidence in your brand.
We were delighted to see our client, Igloo, doing just that with an innovative, charitable, and relevant offer.
Founded in 1947, Igloo is a heritage American brand that started off producing metal water coolers for blue-collar workers. They produced the first plastic cooler in 1962 and now have sold them to three out of four homes in the United States. Igloo’s hero product, the iconic American Playmate cooler, is registered in the Smithsonian for its trademark design and remains one of the company’s most popular products.
To give back during this crisis, Igloo has decided to donate 100% of profits from each Playmate cooler sold online to the coronavirus response fund at the CDC Foundation. This campaign is not only a positive, relevant, and socially responsible way to welcome new customers to the brand in the hopes of nurturing their loyalty later on, but also a clever way to generate cash flow.
Because the message is so salient at this time, it’s easily promoted and shared in organic feeds, and Facebook won’t charge Igloo for those organic acquisitions. Igloo is still promoting the offer in paid advertising as well, but the campaign’s overall return is likely to be much higher than it would be without the opportunity for supercharged organic promotion.
We love to see brands that are backing themselves during this difficult period by:
- Incorporating social good into their offer as an incentive to buy and a way to give back
- Converting an inventory position into much-needed cash flow
- Solving for customer acquisition on a hero product, and
- Feeling confident in their ability to engage those new customers and grow their lifetime value when the crisis has passed.
The COVID-19 pandemic has created challenges for brands and consumers alike, but we’re proud to see one of our clients creating an opportunity to build genuine, long-lasting customer relationships that are founded on a charitable act.